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<\/p>\nDoes your company have a purpose? It might seem like a trick question, but it\u2019s not. The concept of purpose has seeped into brand-building conversations thanks in large part to Jonathan Mildenhall, one of the world\u2019s most influential CMOs, who claims his success at super brands like Coca-Cola and Airbnb are a result of the power of purpose. In this post, we\u2019ll examine what purpose-driven marketing is and how it can help differentiate and propel your senior living brand.<\/p>\n
What is purpose-driven marketing\u2014and how does it relate to senior living?<\/strong><\/p>\n Purpose-driven marketing is, as Mildenhall describes it, \u201ca compelling brand purpose that transcends the business model and reaches into culture.\u201d It\u2019s looking beyond day-to-day transactions and committing your business, publicly, to a broader social mission. In the senior living industry, most companies are not operating on a global scale. They\u2019re serving communities, and they thrive only when they create bonds with residents and locals. For this reason, operating with purpose is a competitive necessity.<\/p>\n Purpose drives performance<\/strong><\/p>\n The concept of creating a purpose for your business can seem like marketing fluff, but purpose-driven companies outperform competitors financially, creating much more shareholder value. They also attract and retain top talent more effectively, a struggle for many senior living operators. Building a philosophy\u2014one employees can articulate in just a couple of sentences\u2014is even more important in today\u2019s climate, where Millennials, who value socially-responsible brands, comprise the largest segment of America\u2019s workforce.<\/p>\n Let creativity and humanity be your guide<\/strong><\/p>\n In order to effectively bring about change and find your company\u2019s purpose, look at things creatively. \u201cBring your eight-year-old self to work,\u201d says Mildenhall. \u201cGeek out like it\u2019s your first time playing Legos.\u201d Seeing things as a child would breeds curiosity. It allows you to view things with fresh eyes, while your reasoned and seasoned adult self can bring things back to size. Mildenhall stresses that creativity is not the responsibility of a few people in the organization. \u201cIt\u2019s the responsibility of everyone, regardless of their discipline.\u201d<\/p>\n The other tenet of purpose-driven marketing is humanity. Consistently questioning whether or not you\u2019ve been the best human you can be serves as a gut check to ensure you\u2019re delivering on your brand\u2019s commitment to contribute to the greater good of society. Companies must believe in their purpose enough to slow down growth to make sure their purpose is being honored.<\/p>\n Creating purpose in your senior living community<\/strong><\/p>\n How can you apply these principles in senior living? In an industry built on trust, finding a purpose that genuinely connects your business to the community it serves can have a profound impact. The number one way to create change is to increase visibility.<\/p>\n Create opportunities for staff to get involved with philanthropic efforts to shed light on what caregivers do and the wonderful culture of caring and giving back that you\u2019ve created. Volunteering or partnering with charitable organizations not only elevates your brand in the eyes of the community, it gives your team the chance to find common passions that inform the brand\u2019s larger purpose, and involving residents also gives purpose to their lives.<\/p>\n Reaping the rewards<\/strong><\/p>\n A defined purpose creates value for the company in many ways. Beyond driving performance and attracting talent, purpose-driven marketing serves to motivate the workforce and define the company\u2019s direction. It\u2019s as much about creating culture as it is branding. By committing to something larger than the goods and services your company provides, your purpose acts as a north star that offers clarity throughout the organization, helps orient staff in each decision they make, and creates a stronger, more esteemed brand.<\/p>\n","protected":false},"excerpt":{"rendered":" Does your company have a purpose? It might seem like a trick question, but it\u2019s not. The concept of purpose has seeped into brand-building conversations thanks in large part to Jonathan Mildenhall, one of the world\u2019s most influential CMOs, who claims his success at super brands like Coca-Cola and Airbnb are a result of the […]<\/p>\n","protected":false},"author":442,"featured_media":20962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440,2952],"tags":[62,2556,842,2462],"class_list":["post-20960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-senior-living","tag-marketing","tag-purpose-driven-marketing","tag-senior-living","tag-senior-living-suite"],"acf":[],"yoast_head":"\n